Consider the most pressing social issues of our day: bias and discrimination, bullying and teen suicide, childhood hunger, high school dropout rates—the ever-growing list of causes doesn’t, at first glance, seem to have much in common.

But each of these issues, and many others, are currently being addressed through public awareness campaigns produced by the Ad Council and implemented through collaborative pro-bono efforts in the communications industry. Over the last 75 years, the Ad Council has proven that widespread public awareness and education and the sparking of individual actions at scale can have immense impact on even the toughest of issues.

Smokey Bear’s “Only You Can Prevent Wildfires,” “Friends Don’t Let Friends Drive Drunk,” “Take Time to be a Dad Today” and “Love Has No Labels” are just a few Ad Council public service campaigns that have had a profound impact on generations of Americans.discrimination, bullying and teen suicide, childhood hunger, high school dropout rates—the ever-growing list of causes doesn’t, at first glance, seem to have much in common.

Though many know the campaigns themselves, few know much about the organization behind them. Since 1942, the Ad Council has been bringing together the who’s who of the communications industry—advertising and media agencies, Silicon Valley and tech giants, major advertisers, social influencers and more—to drive the education and call-to-actions that stimulate individuals across the country to change their attitudes and behaviors.

“By powering our industry’s collaborative pro bono efforts, we have the unprecedented ability to effect massive change at scale,” said Ad Council President & CEO Lisa Sherman. “Together, we’re able to connect causes and creativity that drive bold action and improve the lives of our children, our neighbors, and our society as a whole.”